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Building Brands Online
Sander Janssens Msc Online Branding International Week Katowice 2011
Sander Janssens Msc Online Branding International Week Katowice 2011
Day Course planning General Exercises
1 Introduction, Customer insight, basic brand knowledge
A1 Intro, team, brand/product, blogA2 Brand analysis, buying behaviour A3 Postioning, Brand system A4 Persona, moodboard
2 Brand key, Old Spice campaign case, On line Tools,
B1 Brand key B2 Old spice campaign analysisB3 Online tools vs communication goalsB4 Online tools vs product classificationB5 Examples online brand campaigns
3 Grande finale C1 Goals / metricsC2 Planning a campaign C3 Present complete online brand campaign
Individual assigment English marketing article + comment
IdentityWhat identity is the brand ?
Model
Product / service /
brand
Segment 1
Competitor 3
Segment 3
Segment 4
Segment 5
Competitor 1
Competitor 2
Segment 2
(online) Marketing – communication tools
Target
No target
Research decision process buying behaviour
Proposition(promise to the consumer )
Image How is the brand percieved ?
Communicationgoals
“Market”
Budget
Sander Janssens Msc Online Branding International Week Katowice 2011
Dos Equis case Product category: Imported beers in the USA
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Two Mexican beers European
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(mexican) Beer on the beach positioning
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Not dependent on any season and “most interesting man” is more premium position http://www.youtube.com/watch?v=QI58wj4b4g0
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Dos Equis delivers a most interesting and impactful campaign
Dos Equis' "Most Interesting Man in the World" campaign made controversial use of a gray-haired protagonist in a sudsy ad world that generally relies on delivering more bikinis in each successive TV spot.
But Dos Equis' ad worked, and the brand experienced a double-digit bump in sales when many competitors in the oh-so-cluttered beer category were hit with steep volume declines.
Many have commended the brand for ditching beer's go-to imagery. But we see yet another bit of genius in this effort: an integrated program laying its foundation with
1) awareness-driving TV creative while
2) maintaining the brand excitement through deeply involving participatory digital experiences.
So what did Dos Equis do with the idea in digital? First, it founded the "Most Interesting Academy," which teaches users everything from the art of the bluff to surviving in the modern era. So far, the academy boasts more than 27,000 profiles.
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Most Interesting Man In The World: TV commercial
www.staythirstymyfriend.com
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Most interesting man: digital academy
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Live brand activation
From there, the brand extended its presence on leading social platforms. The MIM's Facebook profile has more than 31,000 fans. Good numbers for a smallish brand.
But it's the amount these users interact with the brand that is most impressive. For example, a status update posted on the Facebook profile on Nov. 5 2009 received "I like this" approval from nearly 800 people, as well as 97 written comments. We mention this because it's easy for brands to crank the social friend numbers with a sweeps or whatnot. That hasn't been the way for Dos Equis, which has attracted committed brand participants.
Sander Janssens Msc Online Branding International Week Katowice 2011
Metrics
3 categories marketing goals/metrics
Activity and program metrics
(CTR, investment, nr of clicks, time spent on page)
Customer perception & behaviour
Brand awareness, associations
Market performance
(Sales, market share, profitability)
Classical phase model communication
Awareness
Knowledge
Attitude
Preference
Intention
Buying
Knowledge cognition
Attitude, affect
Behaviour
Hierarchy of effects
80% target group is aware
60% of target group knows vitamine is in product x
40% target group has a positive feeling
20% target group preference
10% buying intention
5% will buy brand
Possible communication goals
Market research shows the following facts. How should the car manufacturers react ?
Honda Toyota Nissan
Awareness 35% 55% 50%
Positive attitude 25% 17% 21%
Buying intention 6% 2% 5%
Honda focus on:Raise brand awarenessKnowledge on different types
Toyota focus on :Raise intrinsic value of the car->Thematic advertising
Assignment C1 formulate communication goals for your brand campaign
Sander Janssens Msc Online Branding International Week Katowice 2011
Category Goal
Awareness
Attitude
Behaviour
Instruments campaign
oct-dec 2011 Jan mar 2012 Apr-jun 2012 Jul –sep 2012
Online
Website
Blog
Viral
Video youtube
Banner ads
Social media site (Facebook, linkedin)
Email marketing
Other instruments
Mobile
TV and ofline
Assignment C2 Plan for each ofline/ on line instrument if, when and how you are going to use it.
Students will have to be able to
• Sketch a consistent business concept • Dealing with complexity• Avoiding ambiguity• Taking into account uncertainty• Justification of actions
Individual assignment• Find a relevant English marketing related
article from one of the blogs top http://adage.com/power150/ or http://www.networkedblogs.com/network/poland
• Comment in English on your article with marketing knowledge . – Why is this article important ?– What have you learned from this article?– How can you use it in your assignment ?– Other aspects
Sander Janssens Msc Online Branding International Week Katowice 2011
Final assignment C3: On line marketing communication plan • Market research• Decision proces, buying behaviour • Target market • Persona • Mood board • Brand key • Positioning • Communication goals / metrics • Planning online tools / campaign
Sander Janssens Msc Online Branding International Week Katowice 2011
Sander Janssens Msc Online Branding International Week Katowice 2011